A day after food chain Burger Singh and mobile recharge site MobiKwik faced criticism for offering discounts in light of Indian Army's surgical strikes at terror launch pads across the Line of Control (LoC), entertainment unit, Smaaash too joined the bandwagon.

With outlets across the country, Smaaash sent out text messages offering discounts upto 15% which can be availed by using the coupon code, SURGICALSTRIKE at its Gurgaon branch.

The message sent out by Smaaash.

The entertainment unit which has in the past, hosted several eminent stars like Virat Kohli, Sachin Tendulkar, Brett Lee among others is a sports arena that offers several activities like bowling, video gaming etc at offer.

Only yesterday, Delhi-based burger chain, Burger Singh sent out text messages promising a 20% discount, which was later increased to 30%.

"In light of the surgical strike by India defence forces on terrorist camps(POK). We offer 20% off on all orders.." read Burger Singh's text message to its many customers--some of whom took to Twitter and expressed what they really thought of the 'offer'.

From sarcasm to downright dissapointment Twitter users didn't hold back in pointing out the blatant lack of thought behind the marketing strategy.

"You mixed up patriotism with jingoism. Celebrating a surgical strike with a discount on burgers is highly insensitive," read one tweet. Whereas another went on to say, "hoping they have issued an apology and retraction by now. Hope it's not an agency which thought of this one."

Picture courtesy: Twitter/ @FreakyLiterati

But the burger chain wasn't alone in cashing on a matter of national concern--mobile recharge site, MobiKwik too thought it sensible to voice a similar offer. While Burger Singh's coupon code read "fpak20" MobiKwik decided to opt for "1STSRIKE" as a way to allure customers.

On being contacted by Scroll.in, a call operator at Burger Singh confirmed that the "phone had been ringing off the hook since the text message was sent out" and that the 'offer' could only be availed online.

"It was never our intention to hurt, harm or otherwise prejudice anyone or their beliefs. As a response to all the love and hate coming our way across social platforms, we announce an increase in discount to 30%. politically correct Coupon Code--strike30," the owner of Burger Singh, Kabir Singh was quoted telling Scroll.in.

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